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Corporate Blogs of 40 Fortune 500 Companies: Distribution, Categorization and Characteristics Shaoyi He California State University, San Marcos

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Corporate Blogs of 40 Fortune 500 Companies: Distribution, Categorization and Characteristics Shaoyi He California State University, San Marcos View metadata, citation and similar papers at core.ac.uk brought to you by CORE provided by CSUSB ScholarWorks Journal of International Technology and Information Management Volume 16 | Issue 3 Article 4 2007 Corporate Blogs of 40 Fortune 500 Companies: Distribution, Categorization and Characteristics Shaoyi He California State University, San Marcos Jake Zhu California State University, San Bernardino Follow this and additional works at: http://scholarworks.lib.csusb.edu/jitim Part of the Business Intelligence Commons, E-Commerce Commons, Management Information Systems Commons, Management Sciences and Quantitative Methods Commons, Operational Research Commons, and the Technology and Innovation Commons Recommended Citation He, Shaoyi and Zhu, Jake (2007) "Corporate Blogs of 40 Fortune 500 Companies: Distribution, Categorization and Characteristics," Journal of International Technology and Information Management: Vol. 16: Iss. 3, Article 4. Available at: http://scholarworks.lib.csusb.edu/jitim/vol16/iss3/4 This Article is brought to you for free and open access by CSUSB ScholarWorks. It has been accepted for inclusion in Journal of International Technology and Information Management by an authorized administrator of CSUSB ScholarWorks. For more information, please contact [email protected]. Corporate Blogs Journal of International Technology and Information Management Corporate Blogs of 40 Fortune 500 Companies: Distribution, Categorization and Characteristics Shaoyi He California State University, San Marcos Jake Zhu California State University, San Bernardino ABSTRACT This paper studies corporate blogs as virtual communities, focusing on the distribution, categorization and characteristics of 40 Fortune 500 Companies’ blogs. Firstly, the 40 corporate blogs were classified by industries to see which industries are active advocates of corporate blogs. Secondly, the 40 corporate blogs were first grouped in direct competitor clusters and then categorized into four types of virtual communities: 1) Community of interest, 2) Goal-oriented community of interest, 3) Learner’s community, and 4) Community of practice. Thirdly, eight common elements were identified and compared for each of the 40 corporate blogs to find out their major characteristics. Finally, the implications of this study and future research directions were outlined in the conclusion. INTRODUCTION There are millions of people blogging on the Internet nowadays, expressing their thoughts and sharing their experiences, and providing information in an effective manner. In recent years, more and more companies have built up corporate blogs for the purpose of creating an intimate, immediate, two-way relationship between them and the rest of the world. As a frequent and chronological publication on the Internet, a corporate blog provides a platform for a company to help existing clients and potential customers make better business decisions. There is little doubt that corporate blogs are an effective means of marketing and communication for promoting companies’ brands, products, and services (Byron & Broback, 2006; Dwyer, 2007; Scoble & Israel, 2006; Weil, 2006; Wright, 2005). However, the percentage of corporate blogs in companies is not very high. For example, Jeremy Wright has compiled a list of 40 known Fortune 500 companies that blog, and he also suspects that at least 10% and as much as 20% of Fortune 500 companies are using blogs in some way although he could not confirm it (http://www.ensight.org/archives/2005/03/07/how-many-fortune-500s-blogging). This paper studies corporate blogs as virtual communities, focusing on the distribution, categorization and characteristics of 40 Fortune 500 Companies’ blogs. Firstly, a literature review will focus on defining blogs and main features, corporate blogging and its value brought up by tens of millions of bloggers communicating about companies, products, trends, and many other issues. Also, corporate blogs as virtual communities will be discussed to answer the question of why study corporate blogs as virtual communities. Secondly, the data collection and analysis methodology employed by this study will be outlined in details for 40 Fortune 500 Companies’ blogs chosen for this study. Thirdly, the results will be discussed and analyzed to find out the distribution, categorization and characteristics of these 40 Fortune 500 Companies’ blogs. Finally, the implications of this study and future research directions will be outlined in the conclusion. LITERATURE REVIEW Blogs and Main Features A blog, which is derived from “Weblog”, is published on the web as a frequently updated personal website that maintains an ongoing chronicle of information and reflects the interests, thoughts, insights, opinions, and experiences of a person, sometimes persons, who published the blog. Unlike some inter-organizational systems 45 S. He & J. Zhu 2007 Volume 16, Number 3 which share information with partners (Fedorowicz, Gogan, & Ray, 2004), a weblog shares information with almost everybody. The following definition given by Clyde (2004) provides detailed descriptions of a blog and its main features: “A Weblog can take the form of a diary, a news service (or summaries of and links to current news items on a topic), a collection of links to other Web sites, a series of book reviews, reports of activity on a project, a journal or diary, a photographic record of an event or activity, or any number of other forms. Most Weblogs display materials for the current month or the current week, with older material being archived on the site for browsing and/or searching” (p. 184). Blogs are characterized by frequent updates, diary-type commentary and many links to other blogs and websites. Blogs range from the personal to the political to the commercial, and can focus on one particular topic or a whole range of topics. A typical and well designed blog not only combines textual contents with audio-visual materials, but also provides links to other blogs, web pages, and other media related to its topic (Hill, 2004; Huffaker & Calvert 2005; Herring et al., 2004; Keller & Miller, 2006). With the development of Internet technologies, blogs also come in various formats, such as blogs with texts, photoblogs with photographs, vlogs with videos, or moblogs with content captured from a mobile phone (Byron & Broback, 2006; Dwyer, 2007; Rosenbloom, 2004; Scoble & Israel, 2006). Blogs support online communications in a variety of communities, such as workgroups, classes, and various special interest groups. Blogs also allow users to express personal opinions, explore different issues, exchange information, protest, shout, and even grief (Nardi et al., 2004). In recent years, the number of blogs has been growing bigger and bigger. According to the report “State of the Blogosphere” by Technorati, a Weblog-tracking company, that in October 2006 there were more than 57 million blogs worldwide (http://technorati.com/weblog/2006/11/161.html), and it’s a tremendous increase from 19.6 million blogs that were tracked by Technorati one year before in October 2005 (http://technorati.com/weblog/2005/10/53.html). Besides the rapidly increasing number of blogs, blogs as a cultural phenomenon have covered a wider range of professional areas, such as journalism, politics, economics and business. More and more companies and organizations have realized the important role a corporate blog could play and become part of a larger corporate communications effort to fulfill different business objectives. Corporate Blog: Definitions and Values Corporate blogs, also known as business blogs, have been playing a more and more important role and is fast becoming the hot marketing tool on the Internet (Holtz & Demopoulos, 2006). For a Fortune 500 company, having a corporate blog has multiple benefits ranging from promoting the company’s brand to building strong customer and employee relationships, from generating the company’s publicity to driving new business for the company via organic search rankings. Fredrik Wackå (2004) has given a concise and accurate definition as follows: “A corporate blog is a blog published by or with the support of an organization to reach that organization's goals. In external communications the potential benefits include strengthened relationships with important target groups and the positioning of the publishing organization (or individuals within it) as industry experts. Internally blogs are generally referred to as tools for collaboration and knowledge management.” Another similar useful definition could be found in Wikipedia, the free encyclopedia: “A corporate weblog is published and used by an organization to reach its organizational goals. The advantage of blogs is that posts and comments are easy to reach and follow due to centralized hosting and generally structured conversation threads. All current browsers (including Firefox, Opera, Safari and IE7) support RSS technology, which enables readers to easily read recent posts without actually visiting the blog, which is very useful for low-volume blogs. Although there are many different types of corporate blogs, most can be categorized as either external or internal.” (http://en.wikipedia.org/wiki/Corporate_blog). In his blog “John Case’s Blog: PR Communications”, John Case (2004) identified two principal ways in which a corporate blog can add value to a company. The first is that a corporate blog could be a learning tool for product development and customer feedback, For example, Macromedia's product development
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